Key Concepts:
- "Very Disappointed" metric: A measure of product-market fit based on user sentiment if they could no longer use the product.
- Sean Ellis: The individual who benchmarked the "Very Disappointed" metric.
- Product-Market Fit: The degree to which a product satisfies market demand.
- Superhuman: An email client used as a case study.
- Resonating Benefit: The core value proposition of a product that appeals to its most enthusiastic users.
The "Very Disappointed" Metric and Growth
The core idea presented is a method for gauging product-market fit and driving growth by focusing on user sentiment. The key question to ask users is: "How would you feel if you could no longer use this product?" The possible responses are:
- Very Disappointed: Indicates a strong attachment and need for the product.
- Somewhat Disappointed: Suggests the product has some value but isn't essential.
- Not Disappointed: Implies the product doesn't provide significant value.
Sean Ellis's research revealed a correlation between the percentage of "Very Disappointed" users and a company's growth trajectory. Companies with less than 40% "Very Disappointed" users often struggled to grow, while those with over 40% experienced faster growth.
Improving the "Very Disappointed" Percentage
The strategy to increase the "Very Disappointed" percentage involves focusing on the "Somewhat Disappointed" segment. The "Not Disappointed" users are considered a "lost cause" due to their distance from truly valuing the product.
Segmenting and Targeting "Somewhat Disappointed" Users
The "Somewhat Disappointed" users are further divided into two groups:
- Those for whom the main benefit of the product resonates.
- Those for whom it doesn't.
To identify the "main benefit," the presenter suggests going back to the "Very Disappointed" users and asking them why they love the product. In the example of Superhuman, the main benefits identified were speed and time-saving.
Superhuman Case Study
The Superhuman example illustrates how to apply this strategy. "Somewhat Disappointed" users are asked if they like Superhuman because of its speed or for some other reason. If their reason aligns with the core benefit (speed), their feedback is valuable. If not, their feedback is disregarded.
Why Disregard Some Feedback?
The rationale for disregarding feedback from "Somewhat Disappointed" users who don't resonate with the core benefit is that catering to their needs can dilute the product's focus and pull it in a different direction. Even if their requests are implemented, they may not become enthusiastic users because they don't value the product for its primary strength. The presenter emphasizes that the features that appeal to this group are not the same features that drive the mass appeal of the product among its most loyal users.
Conclusion
The key takeaway is that to achieve product-market fit and drive growth, companies should focus on understanding and catering to the needs of users who are "Somewhat Disappointed" but resonate with the product's core value proposition, as identified by the "Very Disappointed" users. Ignoring the "Not Disappointed" users and being selective with the "Somewhat Disappointed" users allows for a more focused and effective product development strategy.
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